Kidz In The Hall, aka rapper Naledge and DJ/producer Double O, could never be described as underachievers.

Rather than claiming credibility around street life, dealing drugs and cheating death, Naledge (aka Jabari Evans, 23) and Double O (aka Michael Aguilar, 26) are respectively a published author and former Olympic track and field athlete who take pride in their University of Pennsylvania Ivy League education.

Aptly, the title of this punchy duo's debut LP is School Was My Hustle - and it has been credited with the immense challenge of restoring revered independent hip hop label Rawkus to its original position as the definitive imprint for accessible, progressive rap with a conscience.

'We feel honoured but we're also anxious,' says Naledge, considering how it feels to be taking on the mantle developed by Rawkus's legendary successes. Mos Def, Talib Kweli, Common and Company Flow all broke through on the label, creating smart resistance against the growing tide of gangsta rap.

'It's a tough call, but we have talent, the music and ability to do this and we're coming with something fresh: our movement is something that kids who admire Rawkus acts from before can latch on to.'

Hip hop deservedly established its place in the mainstream between the label's 1995 inception and its demise in early 2004, after major label takeovers. Rawkus has fielded some criticism over the years (founders Brian Brater and Jarret Myer were financially aided by Rupert Murdoch's son James). But now, thanks in part to a new distribution deal, Kidz In The Hall (KITH) credibly revive the label's groundbreaking tradition.

The album's feelgood style builds around the classic boom bap template of glorious soul hooks and funk combined with no-nonsense rhymes. Positive messages are finely nuanced, rather than forced, offering something new on each listen.

It also clearly references the early 1990s bright, jazzy hip hop sound that preceded and clearly influenced Rawkus. Did KITH deliberately try to connect with that era? 'We grew up on that sound but I don't think we purposely had a mindset to create something from the 1990s, it just happened that way,' explains Naledge.

'Good things come together when you're being creative and it's possible to channel that energy subconsciously because we've always felt that era and music.

'We always wanted to have the same type of impact as Gang Starr, A Tribe Called Quest, De La Soul, Pete Rock & CL Smooth. We are the stepsons of that era but we're also from the Jay Z era and it's mashed in together - there's an arrogance and a bravado but also a humble, everyday aspect to our sound.'

Just as a decade ago, the KITH/Rawkus ethos represents perspectives beyond thug life or lifestyles focused on partying, grillz, girls, and the size of your rims. 'In hip hop the convention is the extreme, meaning the extremely poor or extremely rich can rap and no one's talking about the middle ground and what happens in everyday life,' says Naledge. 'There are nuances in everyday life that can tell a great story, without you shooting somebody or f***ing hos or drinking champagne.

'It doesn't have to be in every song and it doesn't happen every day. If you ask nine out of ten people, they don't hug the block, drink Cristal or wear Versace - they're taking the bus to work, on their lunch break they wish they could switch jobs, and are dealing with their children.'

And there's a real sense that with Rawkus's return, and the rise of conscious hip hop artists such as Kanye West, Common, Lupe Fiasco and Rhymefest, that nihilism and materialism-obsessed rap's dominance of mainstream hip hop is being challenged. Naledge, himself from The Windy City, argues it's no coincidence that all these artists hail from Chicago.

'I believe the music people make is a product of their environment and Chicago is a very blue-collar city, but very urban too,' he says. 'So there's a twist - black Chicago is detached from the corporate world downtown; it gives you the 'hood and gangster element. But the city is also very rooted in religion: both Rhymefest and Lupe are Muslim, and Kanye talks about Jesus as a churchgoer. There's a sense of community and being a real citizen.'

Naledge admits that his PhD-educated parents motivated the 23-year-old to achieve his goals. 'They love my music and are very supportive because I represent myself in my music, so they don't hear me trying to be something I'm not,' he says. 'They hear me trying to inspire my generation and realise I'm doing something very special.

'In this day and age I'm the voice of my generation, a generation who don't read books, listen to teachers or preachers as much as they listen to music. Rap is the main voice of the youth and they realise I'm taking the role of leader and stepping forward.'

With great music comes great responsibility; it sounds like these are the Kidz most likely to succeed.

• School Was My Hustle (Rawkus) is out today.